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研究生:邱佩玉
研究生(外文):Pei-Yu Chiu
論文名稱:網路廣告的展露方式對於廣告效果之影響-以套裝旅遊產品為例
論文名稱(外文):The Influence of Internet Advertising Exposure on Advertising Effect-A Case of Package Tour
指導教授:鄭紹成鄭紹成引用關係
指導教授(外文):Shao-Cheng Cheng
學位類別:碩士
校院名稱:中國文化大學
系所名稱:國際貿易學系碩士班
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
畢業學年度:95
語文別:中文
論文頁數:110
中文關鍵詞:網路廣告廣告展露網路購物經驗廣告效果套裝旅遊產品
外文關鍵詞:Internet advertisementadvertising exposureInternet shopping experienceadvertising effectspackage tour product
相關次數:
  • 被引用被引用:8
  • 點閱點閱:669
  • 評分評分:
  • 下載下載:169
  • 收藏至我的研究室書目清單書目收藏:2
隨著網際網路的蓬勃發展,網路行銷已成為一種趨勢,因此更加強網路廣告的重要性,而何種展露型態之網路廣告能達最好的廣告效果,為本研究要探索的議題。

由於消費者不同的經驗,會產生不同的廣告效果,因此;本研究探討網路廣告的展露方式,以網購經驗為干擾變數之下,其對廣告效果的影響,本研究採用實驗設計法,以套裝旅遊產品為例,依不同的廣告展露方式將受測者隨機分為二組,考量網購經驗之下,提出展露方式(主動、被動)*網購經驗(無、好、壞)=6組實驗組別。

本研究資料分析結果發現以下五點:一、網路旅遊廣告呈現被動式展露時,有網購經驗的瀏覽者其廣告效果會明顯的比無網購經驗者高。二、主動展露網路廣告之下,有網購經驗的瀏覽者和無網購經驗的瀏覽者之廣告效果差異不大。三、無論是主動或被動的展露,有網購經驗者的廣告效果都比無網購經驗者高。四、網購經驗佳的瀏覽者在接收被動展露廣告時的廣告效果最好。五、網購經驗差者,對於主動展露的廣告評價較高。
With the rapid growth of the Internet, on-line marketing become a inevitable trend. It makes the Internet advertisement more important. This research expected that reach the maximum advertising effects, forming the best exposure methods of Internet adver-tisements.

Because of we need to face a variety of customers’ experience. Internet shopping experience makes impression to difference memories and results different advertising effects. For this reason, this research will probe into exposure methods of Internet ad-vertisings, using as the moderate variable of Internet shopping experience. Our ex-periment product is a package tour product. According to different advertised exposure, we randomly divided participants into two groups.

This research show following analysis: (1) When the travel advertisement on the Internet shows passive advertising exposure, the effects on people who have experience shopping on the Internet are higher than those people who are inexpensive. (2) Under the active advertising exposure, the effects on people who have experience shopping on the Internet are the same as who is inexperience. (3) No matter it’s active or passive ad-vertising exposure, the advertisement effects on people who have experience shopping on the Internet is higher than who are inexperience. (4) People who have good experi-ence with shopping on the Internet can get better advertisement effects when they re-ceive passive advertising exposure. (5) People who have bad experience with shopping on the Internet assess higher on the active advertising exposure.
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景............... 1
  第二節  研究問題與目的............ 5
第三節 研究目的............... 6
第二章  文獻回顧................. 8
  第一節  網路廣告............... 8
  第二節  網路購物經驗............. 23
  第三節  廣告效果............... 31
第四節 團體套裝旅遊............. 42
第三章  研究方法................. 47
  第一節  研究假設............... 47
  第二節  研究架構............... 50
  第三節  研究設計............... 51
  第四節  變數之操作性定義........... 53
第五節 樣本設計與資料蒐集.......... 54
第六節 問卷設計............... 55
第七節 資料分析方法............. 57
第四章 資料分析................. 59
  第一節  回收樣本統計資料........... 59
  第二節  信度與效度之分析........... 66
  第三節  廣告展露方式對廣告效果影響之T檢定.. 67
第四節 變異數分析.............. 69
第五章 結論與建議................ 77
  第一節  研究意涵............... 77
  第二節  管理實務建議............. 79
  第三節  研究限制與未來研究方向........ 82
參考文獻 ..................... 85
附錄A  實驗網頁................. 105
附錄B  實驗網站一:主動展露........... 106
附錄C  實驗網站二:被動展露........... 107
附錄D  網路問卷................. 108
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